Methodspresentation

227 views

Published on

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
227
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • Methodspresentation

    1. 1. An Analysis of Interactivityand its Effects on Advertising By Griffin Harris
    2. 2. Research• More seemingly interactive = more effective• “Effectiveness” based on click-rate or product/brand recall
    3. 3. Findings 21.4%• Most people don’t click on advertisements 78.6% Rarely Sometimes• Video decreased ineffectiveness by over 14%
    4. 4. Findings (Cont.)• People who clicked on an ad, 60% remembered what was being advertised• People who bought product, 75% remembered product
    5. 5. Relationship• 8.8% said they rarely click pop-ups • DoubleClick: 0.01% avg. click rate in 2009• Effectiveness goes up with video • Increase in obtrusiveness = increase in effectiveness• 28.8% bought product from advertisement
    6. 6. Limitations• Very small sample size• Small, limited survey • Didn’t ask extensive questions • “Most important predictor of perceived interactivity was found to be the degree to which a message was personalized”
    7. 7. Instrumentation• Effectiveness was based on • [1] Click on ad • [2] Recall of advertised product/brand• “Online advertising medium offers a measurable context, because marketers can collect data about users’ interactions
    8. 8. Implications• Perceived interactiveness = ad effectiveness• Different types of interactivity (videos, video pop-ups, “unclosable” ads, Generally, more obtrusive and interactive ads are more effective
    9. 9. Future Research• Discern between perception of interactivity and dislike of an advertisement• Ads presented in a less pleasant way could be deemed less interactive
    10. 10. Sources• Drèze, X., & Hussherr, F. (2003). Internet advertising: Is anybody watching? Journal of Interactive Marketing, 17(4), 8-23. doi: 10.1002/dir.10063• Voorveld, H. A., Neijens, P. C., & Smit, E. G. (2011). The Relation Between Actual and Perceived Interactivity. Journal of Advertising, 40(2), 77-92. Retrieved November 7, 2011, from http://0-search.ebscohost.com.ilsprod.lib.neu.edu/login.aspx? direct=true&db=bth&AN=61847437&site=eds-live

    ×